Writing blog posts for your company website can be a BEAST.
For example: it takes me anywhere from 2 to 3 hours to write posts of 400-450 words.
And that’s just to say something coherent. Those hours exclude the time I also put into editing, image-searching and pushing my content on other sites.
That’s a big commitment, and one that can easily eat into time you might want to spend on building your business.
Or having a life.
The solution? Hire a professional blogger.
But how do you hunt for such animal?
Get a lay of the land
The Internet is loaded with sites where you can buy writing for any purpose or project.
Popular ones like Fiver, Upwork and Thumbtack, allow you to look for area-specific freelancers. Some, like Upwork and Thumbtack, let you to post what your needs and budget are so freelancers can bid on your project.
Watch out. Some freelance writers may be everything they say they are.
A lot of them aren’t.
Those willing to work for cheap ($5-$25/for 300-500 words) might give you the posts you want. But bad ones will force you to edit posts. Or trash them and start all over again.
So ask around.
Get recommendations from other business owners and people you trust before looking elsewhere.
Observe before approaching
Once you get the names of a few candidates, find them on Google and LinkedIn. Ask for references you can contact.
The best writers typically have samples they can send, an online portfolio that showcases their work and/or a professional website/blog you can check out.
Don’t be afraid to vet people. Look for patterns in testimonials and reviews.
Typically writer strengths will cluster around a few traits. Are they the ones you want?
Read blogger “footprints”
Get an idea of a blogger’s style by looking at sample posts.
- Is the writing concise and easy-to-read?
- Are all points laid out clearly?
- Would it suit your business/brand?
Make sure they use “I” and “yous want to feel like they’re part of a conversation, not a one-way trip to lecture boredom.
And remember to vet for versatility. The best writers but can also mimic a specific tone and/or voice that suits a company/brand.
Be on the lookout for great storytelling
We live in an ADD world.
So a blogger needs to grab reader attention within a few seconds, which translates into at most one or two sentences.
The best way to do this is by telling a story wherever and whenever appropriate.
Good bloggers will follow basic plot structure and:
- state the problem/situation in the first line/paragraph
- describe the individual(s) involved
- give background
- show how the problem/situation gets resolved
Scholar Jonathan Gotschall says we are “homo fictus,” storytelling animals who love to make stories as much as hear them.
So look for writers who know how to tell stories and give readers what they naturally want.
Observe social media activity in the wild
A market-savvy writer knows the value of social media.
Many have blogs where they share interests and expertise.
Others use major platforms like Facebook, LinkedIn, Twitter and Reddit to share content they create, find useful or like.
And shares = greater content engagement = enhanced conversion rates.
- what — and how—often does a writer post?
- does that person promote what s/he does and/or believes in?
- what kind of engagement does s/he get?
A good blogger writes well. A great one writes well AND demonstrates traffic-generation savvy.
Finding the writer your company needs is like anything else. It takes a willing investment of time and money.
So remember: when seeking that perfect beast of a company blogger, be a big-game hunter.
Observe, study and track.
And never settle for less than the best you can get.